| HBS Case Collection
(Revised from original 2008 version)
Citigroup: Re-Branding in 2007 (B)
Follow-up to "Citigroup: Re-Branding in 2007" (A), describing the development of a new brand identity for Citigroup.
Keywords: Brands and Branding;
Financial Services Industry;
Deshpandé, Rohit, and Carin-Isabel Knoop. "Citigroup: Re-Branding in 2007 (B)." Harvard Business School Supplement 508-011, April 2009. (Revised from original March 2008 version.)